Dynamics 365 Customer Engagement (CE) is the collective name for Microsoft's front-office Dynamics 365 applications: Sales, Customer Service, Field Service and Marketing (now Customer Insights). All are built on Microsoft Dataverse, share a common data platform and integrate with Microsoft 365 and Teams. CE is Microsoft's answer to Salesforce for businesses that want a fully integrated Microsoft stack.
What is included in Dynamics 365 Customer Engagement?
CE comprises four core applications: Dynamics 365 Sales for opportunity and pipeline management, Customer Service for case management and service desk, Field Service for engineer scheduling and service delivery, and Customer Insights for customer data and marketing automation. Businesses can deploy one application or all four, with data shared across them through Dataverse. Microsoft Copilot is embedded throughout.
How UK businesses deploy Customer Engagement
- A service business deploys Dynamics 365 Sales and Customer Service together, giving the sales team a pipeline view and the service team a case management system on the same customer record.
- A facilities management company uses Field Service alongside Sales, so won contracts automatically create field service accounts and scheduling begins straight away.
- A B2B business uses Customer Insights to run automated nurture campaigns feeding qualified leads directly into the Sales pipeline.
- An SME migrates from Salesforce to Dynamics 365 CE to consolidate on the Microsoft platform, reducing licence costs and gaining deeper integration with Business Central and Microsoft 365.
How Advantage implements Customer Engagement
Advantage implements the full CE suite as well as individual applications, with particular depth in Sales, Customer Service and Field Service. We design the Dataverse data model, configure workflows, integrate with Business Central for ERP connectivity, and support user adoption at every stage.
Frequently asked questions
Is Dynamics 365 Customer Engagement the same as Dynamics CRM?
Yes. Dynamics 365 CE is the modern cloud successor to Microsoft Dynamics CRM, rebuilt on Dataverse with updated cloud architecture and deep Microsoft 365 integration.
Does Dynamics 365 CE compete with Salesforce?
Yes. For businesses on the Microsoft stack, Dynamics 365 CE typically offers deeper integration with Microsoft 365, Teams and Azure, and can provide a lower total cost of ownership compared to Salesforce.
Can Dynamics 365 CE and Business Central work together?
Yes. Microsoft provides a built-in integration between Dynamics 365 Sales and Business Central, synchronising customers, contacts, products and orders between front-office CRM and back-office ERP.
